Dealing with Fear about Price (or anything else) from the Inside Out

I was reading an article recently about selling and how often in business seasoned sales people go from pro to “whoa” when it comes to talking about price. In the article, the author laid out some tactics and strategies for dealing with fear around price conversations. At first glance this seemed reasonable. When I took a closer look, I knew there was an opportunity for me to go deeper.

What is fear? When fear around a pricing conversation looks like an actual “thing”, like it is real, then it makes a ton of sense to deal with it via strategies and tactics like: support the price as a leader, communicate the price with eye contact, understand why the price is the price. And on their own, these aren’t bad strategies.

But when I look into the nature of fear, I ask the question “what is fear actually, where does it come from”? Typically fear is a thought or an idea that pops into our own heads and then we believe it. Once we believe it, we start feeling it. And once we start feeling it we begin to think we need tactics and strategies to deal with it. The snowball is already rolling down the mountain at that point.

But if we pause back at the moment when we first register that fearful thought around price (or ANYTHING), we have a chance of seeing that fear (along with everything else that is going through our heads) is just thought. One minute it didn’t exist, the next minute it did. You see, there is a difference between having the thought of fear, and getting into the thought of fear.

The nature of thought (yes, even fearful thought) is that it really just wants to flow on through our heads. It is meant to flow and go, just like everything else in life. When it just flows on through, we don’t need to deal with it like it is an actual “thing”. We just need to not get into it. How’s that for a strategy?


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